Mobile apps — the blooming world of opportunities for the businesses of different shapes and sizes, from startups to enterprises, mobile app development is of a great demand. Numerous software development companies and mobile startups have stricken it reach in the twinkle of an eye, producing such appealing apps that no one would resist the temptation of tapping ‘install now’ button. But it’s not enough to just create and launch a branded app to reinforce your sales and customer relations. So what are the magic secrets of incredibly successful competition with more than 1.5 million other apps in either Apple’s or Google’s app stores? Famous brands share their mobile success stories.
According to a 2015 marketing survey, 34% of marketers plan on launching at least one mobile app this year. However, before the application launching, brands should have a clear strategy on how they plan to drive app downloads, make the content compelling, and increase long-term user engagement. Millions of mobile apps generate revenue in excess of $25 billion each year, but is it your app that will become a king in your marketplace?
It’s not enough to just create and launch branded mobile apps. Even though the opportunities seem endless, a lot of entrepreneurs have been out of their mobile luck. Those the most successful ones share some common features.
Nivea Sun Kids created a mobile app and technology-laden magazine insert that allows parents to keep track of their kids in busy spaces such as the beach. “The Protection Ad” campaign included a bracelet that was inserted in magazines that works in conjunction with a mobile app to let parents follow their children’s every move. The app was actually an extension of and ad. Intuitive and didactic, it monitored the ad’s displacement when it was on the child’s arm. All that was needed was downloading the app on App Store or Google Play, pair the bracelet, identify the child and choose the distance where they could go. If distance was exceeded, an alert was sent by the app. With radar, it was possible to see if parents were getting nearer or further from children. A brilliant concept that highlighted Nivea’s core marketing values with a value-added execution.
Results: Nivea’s Sun Kids brand enjoyed a 62% increase in sales in Rio de Janeiro (Brazil was their target location) and for the first time ever, achieved top sales in its sector. The company still receives requests for the bracelet to this day. Nivea received Mobile Grand Prix at Cannes Lions 2014, proving one more time the incredible efficiency mobile apps based campaigns.
the campaigns involve with mobile apps can be.
Under Armour, Inc. an American sports clothing and accessories company has found success by keeping its focus and making considerable business investments in the mobile space.They have extended their brand’s reach by offering their clients a more complete health and fitness experience. Under Armour spent $150 million on exercise app MapMyFitness in November 2013 and then this February paid $475 million for calorie-counting app MyFitnessPal and $85 million for European fitness app Endomondo. With these apps such as leading health and fitness apps, Under Armour is well on the way to build a profound brand fortress made of the fitness-technology briks.
Results: As a lifestyle and fitness brand, Under Armour has align themselves with the latest fitness apps and created a social sharing community. Just through one of the brand’s fitness apps, they are getting more than 100,000 new users per day. Increased sales, brand awareness, and client engagement in several-folds – what else do you need?
The L’Oreal augmented reality Makeup Genius app uses advanced facial mapping technology to make the smartphone camera into a virtual mirror that lets try on products in real time. The app scans face and allows to virtually apply makeup and try on specific products and looks specifically chosen by L’Oreal experts, all through the device’s viewfinder. Social networks sharing option is also on board.
Results: The app has been downloaded 10 million times in the US, France and China, and L’Oréal is predicting 500,000 downloads in Australia this year. It has once more proved its image of a true technology game-changer in today’s beauty industry.
myStarbucks app launched as early as in 2009 allowed users to locate nearby coffee shops, learn about sorts, types and coffee brews, and suggest their own drinks. Two years later, Starbucks increased its digital presence by bringing its loyalty program to users’ smartphones with Card Mobile App. Customers were enabled to pay for in-store purchases via phones. Today, the app serves about 20% of all loyalty card transactions. In 2012, Starbucks integrated its apps with Square, a mobile payment system and Apple’s passbook feature, so that loyalty card data could be seen on an iPhone. The unique functionality and speed of access of a mobile app cannot be matched with that of mobile web.
Results: The innovative and rational approach to the mobile strategy, in 2013, Starbucks already possessed $621 mln assets on its mobile platforms. In 2014, Starbucks has made $146 mln, 8 % of total revenue, on interest alone. In addition, transaction costs were reduced significantly, since third-party credit card companies no longer need to be involved.
Ikea’s Augmented Reality Home Planner. With the Ikea app, customers can take a picture of a place in their house and virtually ‘install’ Ikea furniture there to see how it gels with the room. That certainly generates interest and lets the customer make a bee-line to the product when they visit the store. After selecting a piece of furniture by scanning a page of a printed catalogue, users were asked to put the catalogue on the floor, where it acted as an anchor for the 3D image of a piece of furniture.
Results: The app has considerably improved and streamlined customers’ decision-making and purchasing processes. Company reports suggest it was downloaded nearly 8.5 mln times.
McDonald’s leveraged not only a mobile app but also Instagram as one of the most popular photo and video sharing apps in the world, to interact with customers in a new way and advertise their products that was a bit neglected. Back in March of 2013, the company ran a promotion encouraging customers to take pictures of their favorite meals using the mobile application. They then created a mobile ad asking users to “Share Your Biggest Instagram Moments.” If users expanded the ad, they could share pictures of their food and even view a gallery of other photos. McDonald’s isn’t a stranger to mobile marketing and they’ve done dozens mobile marketing campaigns with different business goals.
Results: McDonald’s also ran its sixth iAd campaign, which not only promoted the company’s products, but took advantage of the device’s capabilities to offer a more interactive experience. Broadening McDonald’s Instagram presence, it was a real success because it brought fresh attention to older products. It also bolstered a ton of user-generated content, which tends to be more influential on customers.
With the Volkswagen’s SmileDrive app is users can create shareable travelogues that include drive details, such as miles traveled, weather, and minutes on the road; photos; and status updates.It connects to any vehicle via Bluetooth (yes, Fiats and Ferraris as well) and runs in the background while a drive is ongoing. Once the wheels have stopped and the ignition has been switched off, it uses factors like location, distance, time and weather to deliver users their Smile Score and awards them with stickers — think of ’em as Foursquare badges for motorists.
Results: SmileDrive lets drivers capture moments on the road and share their adventures with others. It not only engages Volkswagen enthusiasts, but introduces potential customers to the brand.
With more mobile phones than people on the Earth, just imagine how considerably the number of mobile apps exceeds the number of mobile phones in human hands. How many apps you have on your mobile device right now: here is a mobile app for this or that situation, satisfying different needs for multi million users. Modern business can not afford the luxury of underestimating the mobile strategy. For the businesses mobile apps can keep your customers connected to your brand, help your business stay organized, and what is more important, help your business become more recognizable.
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